Hello! I am Frida. This is my story.

I am Frida, a driven designer and strategist with a background in communication, social science, business, and design. I have most of my background working in physical-to-digital interaction and life at home products, in sectors of sustainability and healthcare. Translating complex realities is my favorite gem. I would say the recipe is always bridging user’s / Clinical reality ↔ engineering ↔ product ↔ strategy.

I am passionate about engaging in meaningful topics that benefit people and planet. My philosophy is that almost anything in life can be done if approached step by step (“poco a poco”), and over the years, I have learned to let kindness guide my work and collaborations.

Currently, I work at IKEA, shaping a Women in Tech movement, and the future of home life through research. I focus on social sustainability, structured discovery, prototyping, and learning early through iteration. My projects include smart home solutions within lighting, air purification, and energy saving, making homes more accessible and sustainable. Previously, I worked in healthcare design with Laerdal Medical (Global Health), studying workflows in hospitals in Norway and contributing to quality improvement and monitoring solutions for medical equipment in both Norway and Tanzania. I worked in strategy and communications for startups in Madrid, Spain, using my Spanish language skills to bridge cultural and business contexts.

I believe that great products are built in teams, and I collaborate closely with stakeholders and development teams to create designs that balance user needs with business goals while ensuring long-term impact.

What I enjoy most is driving innovation and building communities through collaboration and co-creation, working with cross-functional teams to bring ideas to life and deliver meaningful outcomes. I am known as an “empathetic” designer with research mindset, and a leader who energise teams with ideation and innovation sessions.

Outside of work, I lead a dance group and community that empowers women on stage, and as a Northern Swede, I love skiing and spending time in nature. I speak Swedish, English, fluent Spanish, and a bit of French.

Feel free to reach out—I am always open to connecting and learning from others.